In this episode of Unpacking the Brand, hosts Ken Theriot and Randy Kessler sit down with Katie Graham, Regional Marketing Communications Manager at Bobst North America, to explore how customer-centric marketing is changing the face of industrial branding.

From long sales cycles to global communications challenges, Katie breaks down what makes manufacturing marketing so unique — and how aligning messaging, analytics, and authenticity can help even the most technical brands stand out. They dive into topics like digital transformation, CRM adoption, and the importance of personal branding in the B2B space. Whether you're in sales, marketing, or leadership, this is a masterclass on how to build real value in modern industry.

Chapters

• 00:00 – Intro: Welcome back to Unpacking the Brand
• 01:44 – Guest intro: Katie Graham of Bobst North America
• 03:00 – Why manufacturing marketing is different
• 05:00 – B2B brand building and customer engagement
• 07:15 – Global marketing vs. regional strategy
• 09:00 – Tech, CRM, and digitalization at Bobst
• 12:00 – Strategic filtering: which initiatives to pursue
• 14:05 – Case study: Building a new market presence
• 17:00 – Sales and marketing alignment done right
• 20:15 – How perception shifts drive brand expansion
• 23:00 – The role of personal branding on LinkedIn
• 25:00 – Katie’s top advice for new professionals
• 30:00 – The future of AI and marketing analytics
• 33:06 – Rapid Fire: Brands, books, and beachside insights

Mentioned

• Atomic Habits by James Clear
• Women of Flexo
• Bobst Competence Centers in Atlanta and L.A.